From employees to brand ambassadors: leveraging user-generated video for employer branding

One powerful tool that is gaining momentum in the world of employer branding is user-generated, and especially employee-generated, video. Gone are the days of relying solely on polished corporate videos - now, companies are leveraging the power of their employees' voices and experiences to create compelling content. Employee-generated videos not only provide a genuine glimpse into the company culture, but they also transform employees into brand ambassadors.

In this blog post, we will explore the benefits of using employee-generated video for employer branding, how to encourage employees to create video content, and best practices for leveraging this content to attract and retain top talent. Get ready to take your employer branding strategy to the next level. 

The power of user-generated video for employer branding

User-generated video has become a game-changer in the world of employer branding. Unlike traditional corporate videos that often come across as scripted and impersonal, user-generated videos offer an authentic and relatable perspective. These videos give potential candidates a genuine glimpse into the company culture, allowing them to see firsthand what it's like to work for the organization. By showcasing real employees and their experiences, user-generated videos create a sense of trust and credibility, making them more effective in attracting top talent.

It also has the power to transform employees into brand ambassadors. Employees who share their experiences and insights through video become advocates for the company. Their stories and testimonials can be shared across your website, career site, job ads, social media platforms, and even during the recruitment process, helping to build a stronger employer brand and attract individuals who align with the company's values and culture. Employee-generated videos give a voice to employees, empowering them to be part of the company's story and contribute to its success.

Why user-generated video is so effective in employer branding

There are several reasons as to why user-generated video content is effective in employer branding. Firstly, it provides an authentic and unfiltered perspective of the company culture. Instead of relying on scripted videos that may come across as overly polished and rehearsed, user-generated videos capture employees' genuine experiences and emotions. This authenticity resonates with potential candidates who are looking for a company that aligns with their values and offers a positive work environment.

Secondly, user-generated videos create a sense of community and belonging. Employees sharing their stories and experiences through video fosters a sense of pride and camaraderie among the workforce. Potential candidates who view these videos can envision themselves as part of the team, which increases their interest in joining the company. By showcasing the diversity and inclusivity of the workforce, user-generated videos also send a powerful message about the company's commitment to creating an inclusive and supportive workplace.

Lastly, user-generated video content is highly shareable. Via services such as Life Inside, collected videos can be made interactive and shared to your career site and job ads in seconds. Additionally, videos can be shared in social media creating a ripple effect, reaching a wider audience and generating more interest in the company. 

Examples of successful employee-generated video campaigns

Several companies have successfully leveraged employee-generated video to enhance their employer branding efforts. One notable example is Zappos, the online shoes and clothing retailer. Zappos created a campaign called "Inside Zappos," where employees were encouraged to create videos showcasing their experiences working at the company. These videos provided an authentic glimpse into the company culture, highlighting Zappos's fun and vibrant work environment. The campaign was a huge success, attracting top talent and reinforcing Zappos' reputation as a great place to work. Why it has continued as it's own Youtube account, Zappos Stories. 

Another successful employee-generated video campaign was initiated by Starbucks. The coffee giant launched the "My Starbucks Idea" campaign, where employees were encouraged to submit videos sharing their innovative ideas for improving the Starbucks experience. This campaign encouraged employee engagement and showcased the company's commitment to listening to its employees and valuing their input. The videos generated a buzz on social media, attracting attention from potential candidates who were impressed by Starbucks' inclusive and collaborative work environment.

These are just two examples demonstrating the power of employee-generated video in capturing the essence of a company's culture and attracting top talent. By empowering employees to share their stories through video, companies can create a ripple effect that extends beyond traditional recruitment methods.

How to encourage employees to create user-generated videos

Encouraging employees to create user-generated videos requires a thoughtful approach. Here are some tips to get started:

1. Lead the way 

By having your employer branding, marketing and/or leadership teams creating initial employee video testimonials showcasing how it's easily done, it will be simple for the rest of the organization to follow.  

2. Foster a culture of storytelling

Highlight the value of a culture where employees feel empowered in sharing their stories and experiences from the company. Encourage open communication and provide platforms that make the video creation and collection process simple, fun and accessible. 

3. Incentivize participation

Consider offering incentives for employees who create user-generated videos. This can range from recognition within the company to small rewards, benefits or opportunities for growth such as participation in ambassador programs, like Walmart's employee influencer program. 

By implementing these actions, companies can encourage employees to become active participants in the employer branding process, creating compelling and authentic user-generated videos.

Let's sum it up!

Employee-generated videos are redefining employer branding by offering an authentic glimpse into the company culture. More effective and engaging than traditional advertising, these videos have been shown to greatly enhance trust and appeal among potential candidates. By turning employees into brand ambassadors, companies like Zappos, Starbucks and Walmart have successfully attracted top talent. This approach not only showcases genuine workplace experiences but also strengthens the employer's brand in the competitive job market.